WEBVTT
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All right.
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Good afternoon.
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Good morning.
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Welcome to Tuesday Talks, where we have the opportunity to dive a little bit deeper into various aspects of franchise ownership here at Right at Home.
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I'm your uh grateful host, Brady Schwab.
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I'm the Chief Growth and Strategic Operations Officer.
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And today we're going to get into franchise business performance coaching with my good friend Jaime Escoval.
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Jaime's one of our great uh business performance coaches here at Right At Home.
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Jaime, I'm going to let you introduce yourself to the audience here.
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Awesome.
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Yeah, uh, my name is Jaime Escaval.
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Again, one of the business performance coaches here at Ride at Home.
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Um my background stems in uh you know food and beverage for a little over 13 years, where I uh ran up the ladder, um, you know, training individuals across the United States, uh, running small uh mom and pop shops up to large national chains, um, you know, training managers and uh just again traveling around the United States and sharing the experience I had.
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You know, after those 13 years uh when COVID happened, I decided it was time for a change of pace.
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Uh the food and industry world for me, or the food and beverage industry world for me, um, just a lot of 24-7 madness, and I was ready for something a little different.
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Uh, but what I wanted to do in changing and transitioning into a new career was find a way to utilize the experiences I had gained over that time and share it with other folks.
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Uh, because luckily for me, I wound up, I wound up at a place in life where I have found myself, I think, a bit farther ahead than even I would have expected.
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And uh it's my goal to be able to do that for other individuals.
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And I managed to find a job coaching at another organization previous to Right at Home, a home contractor services uh franchise, and learn the world of how to work in franchises, how to you know work with individuals who put their life savings, their dreams, all of it on the line to try and do something better.
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And uh it's kind of a little bit of an imposter syndrome, if you will, you know, having these individuals do so much and be uh in that world for so long and for me to step in and say, hey, here's some guidance.
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Uh but I did learn that um humility allows us to learn from above as from below.
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And so I had experiences to share, they had uh experiences and knowledge to share with me, and I've continued on that track now, finding myself here at Right at Home doing the same thing, coaching individuals who have a dream on the line that are wanting to do something great for themselves and their community, and I get to be a little piece of that where I get to help make some ripples and hopefully those create waves and communities.
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That's that's awesome.
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And as I as I like to say, even Michael Jordan had a coach, right?
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We're never above coaching, uh, no matter where we are in our journey, uh, whether it's it's uh business or otherwise.
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So now you know a lot of our audience here today will be folks that are you know thinking uh about entering the world of franchise ownership with Bright at Home.
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I'm I'm curious from your perspective, um, what are some of the most common challenges that you help new owners navigate over their first 12 months or so?
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Yeah, well, um I think one of the most common ones is understanding that you run your business off the numbers, not off of your checking account.
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I think we we kind of hop into business, well, not really understanding what we're getting into.
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I mean, there's a there's a lot of work that goes involved, right?
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A lot of due diligence.
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We have Discovery Days, and um whether you're looking at us or in other industries in the in the franchise world, there's just a lot of information to take in.
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And all that's fine and dandy.
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You think you're prepped.
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But then when you get into the business world, if you don't take the time to truly understand your business from the numbers, and I'm talking not just financials, but the data points and really understanding the information coming at you from the different systems and software, uh, it can be tough to really make thoughtful decisions.
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When all you're doing is looking at your checking account and you see it go up and you see it go down, the level of stress that happens there that does not enable us to make really smart, intentional decisions, uh, it can be an obstacle to get over for sure.
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Yeah.
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What's one piece of advice you find yourself repeating pretty often to new owners?
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Uh I would just say get out there and do it.
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You know, that's that's probably the biggest piece of advice I give to not only individuals who are new in the franchise world, but even individuals who I'm I'm coaching that are 10, 15, 20 years into the business.
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Um, you know, I'll get questions like, you know, what should I do?
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I don't have enough people in the office.
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How do I how do I get out there?
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Uh I'm really thinking about doing this higher, but I've got some of this analysis paralysis.
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At the end of the day, just do it.
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And for this simple reason, right?
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If you make a decision and it's wrong, you will now know what direction to go.
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If you make a decision and it's right, you'll now know, hey, glad we did it.
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We're headed in the right direction.
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If you fail to make a decision at all, you do nothing.
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You know not where to go, not what direction you should have gone.
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You sit in the same place, complacent, stagnant, and there is no growth.
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So just make the decision and do it.
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That's that that's great.
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And I always like to um say, you know, if you're if you're really sitting there spinning in your anxiety, it's the world telling you to take action.
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And uh I think that's that's very much uh in keeping what what you're saying here.
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When when you start working with a franchisee, so you know will um uh franchisee will come through the RayStar program and then kind of graduate to the business performance coach.
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How do you quickly assess where the most critical support is needed, um, the things that that particular owner really needs support with first?
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Well, that's that's kind of the beauty of being a part of a franchise, and especially one like ours, where we've got a robust support system already built in, right?
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You're you're going through Right Start onboarding with your onboarding coach, and there's information being shared along the way, right?
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You're you're with them for a period of time, anywhere from two to six months, as you kind of get your feet underneath of you and start moving the business forward.
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And then I, as a business coach, I'm actually in correspondence with your Right Start onboarding coach from right at the very beginning.
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Even though you may not see me right away, I'm starting to get information, starting to understand what direction the individual franchisee that I'm going to be working with is headed.
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I'm starting to learn some strengths and some weaknesses.
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I'm also starting to understand where the business might be behind schedule or ahead of schedule.
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And then I'll actually kind of start joining every so often as we get closer to the point of what we call graduation.
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So at that point, when you graduate over to your full business performance coach, I've not only got a good database of info on you and where you've been, but I've also kind of slowly been introducing myself so the relationship can get off to a pretty good start.
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Right?
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Then from there, that first conversation, it's uh it's really just a download on both sides, right?
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We we need to have a relationship that's built on trust, right?
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Because truth and grace need to come together, and that can't happen unless there's trust.
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So we'll get to know each other a little bit.
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Uh, and the other part of it is that, you know, we're just transparent, we're honest.
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And so I will say what I see, and I would expect the same from the individual I'm working with to share with me so that I can make sure that I adapt to the style that's going to be best for you when it comes to coaching.
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Yeah.
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So that that's a lot of kind of, you know, you you're you're watching these folks as they move into your world, and um you're really calibrating around that particular owner and and the the journey that they're on.
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Um how how does an owner get the most value out of you?
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Like how how would you coach an owner to to use you as a coach?
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Um, you know, it it's kind of simple.
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It is just ask the questions, right?
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It gets hard sometimes, I think, for individuals who are starting a business because you've got a hundred things coming at you at once every single day.
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And it changes from day one to day two to week three to month four, right?
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And there is a conduit available to you at all times.
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That's me.
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And I mean there's there's tons of other support here, right?
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We have plenty of departments that offer support, but I make it very easy for you to just ask a question so that I can give you the right piece of information, or that I can plug and play the different SMEs or what we call subject matter experts around here into position.
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All right.
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So it's the the simplest way to go about it is just ask the question.
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There's no dumb questions.
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Uh, there's only good questions because there's only good data points.
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And when you bring something to the surface, it might help us smoke something else out that's really worth diving into.
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So just don't be afraid to use me as your coach.
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That's that's great.
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So I um I was on an invite to Discovery Day call earlier this week and got a great great question from the candidate.
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And I'm really curious how how you might answer this.
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Um, the question was how do first-time or what do first-time owners wish they knew before starting?
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Oh, that's a good one.
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I know it was it was great.
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Um so in the specificity of right at home and just the home care industry as a whole, because we do get we get individuals from all over.
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We have folks who are C-suite execs making half a million dollars a year and decided to say, I'm done with corporate America, I want to do something different.
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We have farmers who decided they're tired, they want to do a different industry, and we've got folks who are just they want to dream and they're connected to home care uh just in general.
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I would say the thing that I most commonly find a franchisee who's starting out that doesn't truly realize is that the people we serve, right?
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And I'm talking about me, if I was a franchisee, isn't necessarily the client.
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Yes, we're out there servicing clients, we're taking care of them, that's how we bring our dollars in, but the people that we serve are the people that are helping us bring this business to the community.
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And so we need to be really aware of the fact that our people, our caregivers, are the most important part of this business.
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I think far too often we get hung up on uh, you know, maybe having a veteran background, and I'm out here to help veterans, or you know, my mom or my dad needed help, and so I want to be able to help the elderly and those who are aging in place.
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But really, we need to help the folks who are coming to our doors looking for a job, who are looking to maybe create a career for themselves, because those are the people who are representing our brand out in the market.
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And far too often we go over them, almost not even giving them the attention they need.
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And that's that's the lifeblood, right?
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We don't we don't meet our caregivers where they're at.
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We don't truly understand uh just the world that the caregiver lives in and where they come from, and that's just such a key component.
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And when we really understand that that's the most important part of this, the rest of it comes easy.
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The the dollars come, that's fine, but we need to take care of the people who are helping us take care of our communities.
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Yeah, yeah, I I love that.
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And uh so this this question is really on um something I know you you personally personally need to be passionate about, and and that's mindset.
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So if you could give every new owner one mindset, you can just implant it into them before they open their doors.
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What what would that be?
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One mindset.
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You know, I think the the mindset that nobody told us it was impossible, so it's all possible, is the mindset that I live off of and the one that I share, right?
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Nobody told us that it is impossible to build a business, whether this or something else, and to create a change in our community and a change in ourselves, uh, and a change so that the world is better tomorrow than it was today and today than it was the day before.
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And so, you know, it's cliche, but the world is our oyster at that point, right?
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We have all ability to be able to enact change and be intentional about what we're putting out into the world.
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And so that's that's the mindset I live off of.
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That's the one that I'm constantly coaching from.
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Oh, I I I love it.
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I knew you'd you'd have uh something something great to share around that.
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I I'm curious if if you have any stories of a franchisee or somebody that you are coaching, um, you know, making making a small change in their business that that you really helped help them um identify or or execute that that really kind of changed the trajectory of their business?
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Yeah, I got a few.
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Um but one that's top of mind for me right now, because I've actually been using it a lot lately, is uh we have Brian Cook at Ali Summit.
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He's he's about a year, a year and a half in now.
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When I started working with him, one of the smallest levers we could pull, it was the lowest hanging fruit there, was that he absolutely hated social media.
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Like that wasn't his world.
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He didn't post on Facebook.
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I don't even know if he had a Facebook, certainly wasn't on LinkedIn.
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And it was just a piece that was missing.
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Because one of the ways that we can target our various pieces of the market, right, whether clients or caregivers is through social media interaction, in this case, Facebook.
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So I said, here's the deal, my man.
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Just make one post.
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You can even use AI.
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I'll even show you how to use Chat GPT to create a little synopsis of you, but just introduce yourself to the community.
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And he's like, I'm not a big fan of it.
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I don't I don't like it.
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And I just said, just be intentional about it one time a week, just try it.
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Very first post, picture of his family, not even right at home related garb, anything.
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His two kids, him and his wife, posted in a community Facebook group.
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I think it was like a hundred comments, I don't know how many likes.
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The phone started ringing.
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He got two clients off of just himself introducing Right at Home and Brian Cook to the Lee Summit area.
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And that was what it took for him to say, yeah, this makes sense.
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And so since then, he's been very consistent, he's grown that social media presence, he's been a lot more active.
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And I mean, it just bore fruit, right?
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So that that one's top of mind.
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Yeah, no, that that that's great.
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And you know, talk about just just getting started, just get out there.
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And and that kind of leads me to this this you know, maybe the other end of the spectrum or um uh adjacent to that.
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But where do you see owners, especially new owners, sometimes overcomplicate things, you know, maybe in that first year?
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Analysis by paralysis.
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You know, I did mention earlier it's important to understand your business from the financials and the data point, and that's that's still 100% true, right?
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We need to understand a few different metrics, billable hours, revenue, things like that.
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And we need to understand what our PL is telling us, gross margin, those pieces.
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They all make sense.
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But there is a certain depth of information that we just don't need to get into.
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A couple of franchises come to mind right now where you know I'm I'm copied on some emails uh that they're sending out to their vendors because they got an individual$15 charge and they don't understand where that came from.
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And that's just one of maybe five or six emails going out where they're looking at these pieces of information that aren't moving the needle, right?
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Like, I understand we want to save our money.
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$15 spent is$15 lost.
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I get it.
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But the amount of time it took to research that, go and send an email, spend your day kind of worrying about that, looking for a response, so on and so forth.
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I could have made that Facebook post.
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Or I could have walked out of the office, got out from behind the computer, and put my brand in front of people where it's gonna make a difference that I could possibly bring in a client or build a relationship.
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You just can't spend so much time behind a desk.
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Like I said at the beginning, get out there, do it.
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So then this this may build off of that, but uh uh in in your mind, in your experience, you know, the owners that continue to grow year after year, and versus the the group that maybe struggle to get some momentum.
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You know, what what do you think separates the two?
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What are the habits or disciplines that you think the strongest owners tend to be build really early, that continue to pay dividends year after year after year, even as the business changes or the industry changes?
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What yeah, I mean it it goes back to that mindset and not losing the fact that you can continue to build so long as you want it, right?
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Like nobody's telling us we have to stop.
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I think when we become happy or complacent with where we're at, then we tend to lose that traction.
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And I think we know uh some individuals on this call might have owned businesses before.
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If your business isn't growing, it's dying.
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And as soon as we stop, as soon as we no longer make another step forward because we feel like, oh, this revenue amount is fine, this billable hour amount is fine, I'm living the life I want to, we're going to immediately lose traction.
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Or a better example would be the flywheel starts to slow down.
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And for those of you familiar with the flywheel concept, it takes a lot of kind of front-loaded effort to really get it spinning at a pace where inertia takes over and momentum's there, and we constantly move.
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Takes a lot of time, a lot of effort to build that up.
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But once it does, we're going, right?
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We're flying, we're doing amazing.
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The moment we take our foot off the gas, it starts to slow down, and all that work you put in, it's not for nothing, but you've got to do a portion of it again.
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And that's where we see people slow down because you built it once.
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And I and I have a couple of franchisees in my portfolio like this.
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They built it once, they slowed it down, and then they start to question, do I want to build this again?
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Because that's what it becomes.
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It becomes a rebuilding effort.
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Business is constantly moving forward, momentum cannot be lost.
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Once you do, it's it's not square one, but it's it's square two, and that's pretty far back.
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Yeah.
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So when when you think about and and again, I think this is this is a good corollary.
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Helping franchisees balance working in the business versus working on the business.
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And and especially as you're thinking about you know starting uh a new franchise and and you know, joining a franchise system with with the reason uh of being part of a system to growing.
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How do you balance those two things?
00:17:58.960 --> 00:18:01.680
Because initially it is more of a balance than later, yes?
00:18:02.079 --> 00:18:03.440
Yeah, yeah, it certainly is.
00:18:03.519 --> 00:18:07.680
I think it becomes easier, obviously, as you become more accustomed to the processes and what goes on.
00:18:07.759 --> 00:18:11.839
So it certainly does become easier as you're you know tenured in the organization.
00:18:12.000 --> 00:18:16.000
But when you're first starting out, my goal is to help make your job easier.
00:18:16.559 --> 00:18:28.640
Your your management, Nate, your your leadership of your organization uh requires you to not only have individuals doing what you need them to do, but you've also got to find what steps need to be taken.
00:18:28.720 --> 00:18:30.720
And so that's where my perspective comes in.
00:18:30.880 --> 00:18:35.920
Keep in mind, me as a coach, I have, I believe, 42 franchisees in my portfolio.
00:18:36.079 --> 00:18:47.599
So, excluding you, I have 41 different perspectives and timelines and experiences that I can share along with my own that can help you figure out what might need to happen next.
00:18:47.839 --> 00:19:02.640
My goal is to basically throw it all on the wall with you, help you compartmentalize what makes sense to approach now, what makes sense to approach later, and what makes sense to completely get off of your radar so that we can be laser focused on the steps that are going to move the needle for you.
00:19:02.799 --> 00:19:02.960
Right?
00:19:03.119 --> 00:19:12.079
And we do a little bit of that with Right Start as they get you going, and then when you come over to me, we get a little more data heavy, and I can help you see the story of your business through that.
00:19:13.759 --> 00:19:20.880
So think thinking of maybe another aspect of this, how do you coach owners through the emotional side of business ownership?
00:19:21.039 --> 00:19:23.599
Like it's stressful, there's uncertainty.
00:19:23.759 --> 00:19:27.680
You talked about it, you know, this is kind of burn the boats kind of moment.
00:19:28.000 --> 00:19:33.279
Um, and you know, there can be crisis of uh confidence and there's setbacks.
00:19:33.519 --> 00:19:36.880
What role do you play kind of more on that emotional side?
00:19:37.279 --> 00:19:40.559
Well, there's a reason they call us coaches and not consultants.
00:19:41.039 --> 00:19:46.319
If I was a consultant, I'm just gonna tell you what you need to do, you go off and do it, and maybe I hold a little bit of accountability.
00:19:46.480 --> 00:19:50.480
But when it comes to coaching, there is the emotional aspect to it.
00:19:50.799 --> 00:20:03.359
And I think what really actually, I don't think I know what really connects us as coaches to the franchisees that we work with is that we emotionally own that business with you, right?
00:20:03.519 --> 00:20:07.759
There's there's nothing tying me to your business financially by any means, right?
00:20:07.839 --> 00:20:09.200
I didn't make the investment.
00:20:09.279 --> 00:20:12.559
Uh, my job isn't on the line if you do well or do poorly.
00:20:12.640 --> 00:20:14.240
And so, what really is the incentive?
00:20:14.400 --> 00:20:22.480
And the incentive, honestly, is that I want you to succeed and you know, live the dream that you're you're wanting to live, right?
00:20:22.559 --> 00:20:23.519
You have a vision.
00:20:23.680 --> 00:20:25.839
It is my goal to help you get there.
00:20:26.079 --> 00:20:29.839
And that means that sometimes we have to have some difficult conversations.
00:20:30.079 --> 00:20:32.000
Tears are gonna shed, right?
00:20:32.240 --> 00:20:38.240
Um, tears of joy, tears of sadness, uh, a little bit of tears of pain every once in a while.
00:20:38.480 --> 00:20:40.160
But we're here for that ride.
00:20:40.400 --> 00:20:47.119
And uh, you know, I I would be remiss to say it doesn't have an emotional toll on us, but that's that's kind of the part of it, right?
00:20:47.279 --> 00:20:49.839
That's how you know that we're connected.
00:20:49.920 --> 00:20:57.119
Um, it's it's not just me showing up here at the office to say, hey, I gotta, you know, type some emails, I gotta send some data.
00:20:57.359 --> 00:21:00.720
I'm here to help you do what you want to do.
00:21:00.880 --> 00:21:02.960
And that means we're gonna talk it through.
00:21:03.039 --> 00:21:04.720
We're gonna cry it out, we're gonna hug it out.
00:21:04.799 --> 00:21:06.960
When I visit you in your office, we're gonna love it out.
00:21:07.039 --> 00:21:08.880
Like it's we're connected.
00:21:09.200 --> 00:21:09.519
Yep.
00:21:09.680 --> 00:21:09.920
Yep.
00:21:10.079 --> 00:21:11.200
No, I love it.
00:21:11.440 --> 00:21:18.160
So so switching from uh more of the emotional side to to more of the uh maybe unemotional side.
00:21:18.240 --> 00:21:20.240
So you talked a little bit about metrics.
00:21:20.400 --> 00:21:45.680
Um so what KPIs are are you most focused on when you're coaching franchisees and and you know what are the metrics that you think are just you know the the ones that um you know are evergreen that regardless of whether you're you're new or you've been in the system for 25 years, are are the the metrics that really are the the health, the lifeblood, the the pacing of the business?
00:21:46.160 --> 00:21:59.839
Yeah, I would defer to the PL and I would say we're gonna focus on top line revenue, top line billable hours, because those play a game with each other that we can get into a little bit later, but those are gonna give us gross margin, and gross margin is what tells us.
00:22:00.480 --> 00:22:03.519
us if the rest of the story is going to be possible or not.
00:22:03.759 --> 00:22:11.759
Do we did we make enough good decisions in how we bill and how we pay and what revenue sources that we're choosing to offer, right?
00:22:11.920 --> 00:22:18.799
Revenue stream, excuse me, for us to be able to pay the bills so that we can pay ourselves, so that we can also reinvest in the business.
00:22:18.960 --> 00:22:26.160
So billable hours, revenue, we look at them on an average weekly basis to understand if there's trends going up or going down.
00:22:26.559 --> 00:22:33.759
And then we start getting into some of the heavier below the line stuff, administrative costs being one of the major ones and all other operating costs.
00:22:34.000 --> 00:22:38.240
Now some people would say the next important one would be net profit or net loss.
00:22:38.400 --> 00:22:40.000
I'm not a believer of that.
00:22:40.079 --> 00:22:43.519
I do believe that it can tell you a little bit about your business.
00:22:43.680 --> 00:22:47.200
But what we look at is what's called owner's discretionary profit.
00:22:47.359 --> 00:22:56.880
And what that is, it's a little calculation of the way I like to put it are you living the life you want because you run the business the way you're trying to run the business.
00:22:57.039 --> 00:23:03.359
So owner's discretionary profit includes your compensation in any form or fashion depending on how you've incorporated the business.
00:23:03.519 --> 00:23:06.880
It includes your net profit or loss and it includes what we call adbacks.
00:23:07.119 --> 00:23:08.799
Do you happen to have a company car?
00:23:09.039 --> 00:23:15.599
Do you happen to enjoy a golf sponsorship for Ride at home because you enjoy playing 18 every once in a while, right?
00:23:15.920 --> 00:23:20.160
That really tells us the health of are you getting what you want out of this business?
00:23:22.880 --> 00:23:38.480
I love that and and um you know as as a a part of the the franchise system here at Ride at home you know how do I know as a as an owner and and you as a coach you know um you know how do I set goals?
00:23:38.640 --> 00:23:41.920
How do I know how I'm performing against the rest of the system?
00:23:42.000 --> 00:23:45.839
You know how how do I how do I play against the best?
00:23:46.240 --> 00:23:54.319
Yeah so kind of two parts to this right there is the part where we compare and there's the part where we kind of create vision or vision cast.
00:23:54.480 --> 00:23:56.720
On the comparison side we got plenty of data.
00:23:56.880 --> 00:24:01.200
We have benchmarks from activated insights across the entire home care industry.
00:24:01.359 --> 00:24:21.039
We have internal benchmarks that showcase how we're doing as a network is what we call it and then how we compare across the network and even subdivided from there we can take a look at state at region at size of business at age of business so we can get an understanding of where are you in the playing field amongst these other players in this game.
00:24:21.599 --> 00:24:24.559
So that's how we can create some goals in the simple version.
00:24:24.720 --> 00:24:30.559
But the other side is the vision casting side and that's where some of the tools that we bring in as coaches really come into play.
00:24:30.799 --> 00:24:32.799
One is the strategic business plan.
00:24:33.119 --> 00:24:38.400
So the strategic business plan is built off a system called EOS or the entrepreneurial operating system.
00:24:38.720 --> 00:24:46.960
It's not something that we mandate people use but there's just certain capacities within its tools that we can use that help us start creating really strong goals.
00:24:47.119 --> 00:24:50.000
We start with a vision you know what does this look like in three years?
00:24:50.160 --> 00:25:03.680
I don't want to know immediate goals I want to know does it look like Suzy Q is working in the office four days a week we have a district office we have you know three territories just the picture we break that down into a one year plan.
00:25:03.759 --> 00:25:24.799
So if we're going to hit this three year kind of picture in one year I do need to do these specific things these annual objectives and then from there we take bite-sized chunks right we talk about revenue we talk about hours what does that look like each quarter and from there how do we calculate what we're going to do in the next quarter and all of these tools uh they're all encompassed within the strategic business plan that allows us to do that.
00:25:25.279 --> 00:25:38.240
And and that plan's updated or how how how do you you know this is a little bit of what's the the coaching cadence that I can expect and and how do I work against the plan with my business performance coach?
00:25:38.559 --> 00:25:46.799
Yeah absolutely so you'll get a kind of version of the strategic business plan with your right start coach but again they're they're really more procedural and step by step.
00:25:46.960 --> 00:25:55.200
Once you get to your actual performance coach uh we will take a look at that and we'll build it out meeting usually weekly at the beginning.
00:25:55.359 --> 00:26:05.680
So once you transition from right start onboarding to me we're meeting weekly probably for a period of two maybe three months at that point we're going to go biweekly for a little bit.
00:26:05.839 --> 00:26:10.000
And then it really depends on how quickly you acclimate to this business and keep moving.
00:26:10.160 --> 00:26:13.680
Right I've got some individuals who within four months we're meeting monthly.
00:26:13.839 --> 00:26:31.759
I've got some individuals I'm meeting with them biweekly six to eight months in because I know that there's value in that meeting right so there's no time limit to what you get with me the only time limit being my calendar right but I I really believe that everybody progresses at their own pace and we're here to help them do that.
00:26:32.240 --> 00:26:55.279
So eventually I've got just a handful in my portfolio we meet quarterly their business is fine they we have a really strong annual meeting at the end of the year to plan for the following we have some quarterly goals we'll meet quarterly to review those goals see if any adjustments need to be made and then we'll have as needed conversations whether through text phone call or even just an individualized Zoom call between those cadences.
00:26:56.000 --> 00:26:56.559
That's awesome.
00:26:56.720 --> 00:27:01.279
So we we do have one question that came in from from the studio audience here.
00:27:01.440 --> 00:27:20.799
So I'll read it to you when an owner is starting out what kind of coaching recommendations do you have when it comes to hiring those first office employees recommendation I have is is we need to build out what the plan is going to look like for hiring 12 months out.
00:27:21.039 --> 00:27:28.880
I know it sounds kind of counterintuitive right because we're really trying to focus here but if you don't know where you want to be you're not going to understand what needs to come down the pipeline.
00:27:29.039 --> 00:27:44.160
That said you need to start with your two full-time employees as part of the franchise agreement so you as the owner you're in it you're one full-time employee then I want to have somebody who's going to handle my scheduling and my client care because those are the two aspects of the business you need to care about.
00:27:44.319 --> 00:28:00.079
Again we need to care about our people the caregivers and then we need to talk about our clients those who we're serving so we're going to work to have an individual who can come into that seat, get the schedule done but also get out to the to the clients and ensure that they have a quality of care that we're looking for.
00:28:00.240 --> 00:28:17.519
And then from there as we progress to a hundred couple hundred hours we're going to have the wherewithal capacity to hire somebody specific to clients somebody specific to caregivers then from there we have a downline of you know individual positions we may want to hire but that's where we're going to start right at the beginning.
00:28:17.759 --> 00:28:18.240
Yeah.
00:28:18.559 --> 00:30:01.519
So a couple things I'll just to recap and then I've got one more question for you on the on the way out but you talked a lot about um you know taking action you talked about getting out there and doing it making decisions being being decisive even if it doesn't always turn out well you talked about really being focused on caregivers and if you take care of caregivers they'll take good care of clients you talked about managing and and operating your business by the numbers and being really focused on KPI through throughout your tenure you you talked about the the the opportunity to really leverage your coach both in you know creating a vision of what you want to achieve implementing creating the plan and then implementing it and really being able to measure against uh uh the the entire system and and um you know all while having a playbook to execute on so great information today jaime the last question for you is what misconception do new owners sometimes have about business performance coaching the the misconception is that we're we're the uh quote unquote dude from corporate right uh a lot of people look at us as like we're just the arm from corporate we're the heavy we're we're the individual here to micromanage when it couldn't be farther from the truth uh and in fact when I start my calls with people I say here's the deal I am from corporate I am hired from right at home corporate I'm paid by right at home corporate but in this instance in our relationship I work for you I want to help you accomplish the goals that you want to I have very minimal guardrails I have the franchise agreement and I have your FDD that really align me to what do you want to accomplish as long as it's within this.
00:30:01.759 --> 00:30:02.000
Right?
00:30:02.160 --> 00:30:05.279
And then it's my job to help you create that plan and move forward.
00:30:05.440 --> 00:30:15.839
You've got to hit your minimums you've got to you know do anything you would do within a franchise agreement or any other franchise but there's a lot of different ways to do it and a lot of people have taken many paths to get there.
00:30:16.079 --> 00:30:26.160
It's whatever path you want I'm gonna help you accomplish so I'm not the I'm not the suit I'm not the Bob I'm not the dude from corporate I'm here to help you create that vision and help you execute.
00:30:26.400 --> 00:31:01.440
Yeah well you uh you live it every day you and uh your your teammates the business performance coaches are are absolute rock stars and um you know the investment that you make in franchisees to ultimately live live out our mission and and to deliver the impact that we all want to be a part of and uh we want to support franchisees uh in in doing that in in our own unique way um but thank you jaime I ri really appreciate I hope uh all the attendees uh enjoyed it and uh just appreciate the time and all you do every day to support our system.
00:31:01.839 --> 00:31:05.440
It's a pleasure brother it's a pleasure all right thanks everyone
00:00:02.319 --> 00:00:02.959
All right.
00:00:03.759 --> 00:00:04.639
Good afternoon.
00:00:04.799 --> 00:00:05.519
Good morning.
00:00:05.839 --> 00:00:13.439
Welcome to Tuesday Talks, where we have the opportunity to dive a little bit deeper into various aspects of franchise ownership here at Right at Home.
00:00:13.919 --> 00:00:16.640
I'm your uh grateful host, Brady Schwab.
00:00:16.719 --> 00:00:19.519
I'm the Chief Growth and Strategic Operations Officer.
00:00:19.760 --> 00:00:25.839
And today we're going to get into franchise business performance coaching with my good friend Jaime Escoval.
00:00:26.399 --> 00:00:31.280
Jaime's one of our great uh business performance coaches here at Right At Home.
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Jaime, I'm going to let you introduce yourself to the audience here.
00:00:36.719 --> 00:00:37.119
Awesome.
00:00:37.280 --> 00:00:39.439
Yeah, uh, my name is Jaime Escaval.
00:00:39.679 --> 00:00:43.119
Again, one of the business performance coaches here at Ride at Home.
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Um my background stems in uh you know food and beverage for a little over 13 years, where I uh ran up the ladder, um, you know, training individuals across the United States, uh, running small uh mom and pop shops up to large national chains, um, you know, training managers and uh just again traveling around the United States and sharing the experience I had.
00:01:04.400 --> 00:01:09.599
You know, after those 13 years uh when COVID happened, I decided it was time for a change of pace.
00:01:09.680 --> 00:01:18.159
Uh the food and industry world for me, or the food and beverage industry world for me, um, just a lot of 24-7 madness, and I was ready for something a little different.
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Uh, but what I wanted to do in changing and transitioning into a new career was find a way to utilize the experiences I had gained over that time and share it with other folks.
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Uh, because luckily for me, I wound up, I wound up at a place in life where I have found myself, I think, a bit farther ahead than even I would have expected.
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And uh it's my goal to be able to do that for other individuals.
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And I managed to find a job coaching at another organization previous to Right at Home, a home contractor services uh franchise, and learn the world of how to work in franchises, how to you know work with individuals who put their life savings, their dreams, all of it on the line to try and do something better.
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And uh it's kind of a little bit of an imposter syndrome, if you will, you know, having these individuals do so much and be uh in that world for so long and for me to step in and say, hey, here's some guidance.
00:02:09.599 --> 00:02:13.919
Uh but I did learn that um humility allows us to learn from above as from below.
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And so I had experiences to share, they had uh experiences and knowledge to share with me, and I've continued on that track now, finding myself here at Right at Home doing the same thing, coaching individuals who have a dream on the line that are wanting to do something great for themselves and their community, and I get to be a little piece of that where I get to help make some ripples and hopefully those create waves and communities.
00:02:34.879 --> 00:02:35.840
That's that's awesome.
00:02:35.919 --> 00:02:39.039
And as I as I like to say, even Michael Jordan had a coach, right?
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We're never above coaching, uh, no matter where we are in our journey, uh, whether it's it's uh business or otherwise.
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So now you know a lot of our audience here today will be folks that are you know thinking uh about entering the world of franchise ownership with Bright at Home.
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I'm I'm curious from your perspective, um, what are some of the most common challenges that you help new owners navigate over their first 12 months or so?
00:03:06.560 --> 00:03:16.240
Yeah, well, um I think one of the most common ones is understanding that you run your business off the numbers, not off of your checking account.
00:03:16.479 --> 00:03:21.680
I think we we kind of hop into business, well, not really understanding what we're getting into.
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I mean, there's a there's a lot of work that goes involved, right?
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A lot of due diligence.
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We have Discovery Days, and um whether you're looking at us or in other industries in the in the franchise world, there's just a lot of information to take in.
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And all that's fine and dandy.
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You think you're prepped.
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But then when you get into the business world, if you don't take the time to truly understand your business from the numbers, and I'm talking not just financials, but the data points and really understanding the information coming at you from the different systems and software, uh, it can be tough to really make thoughtful decisions.
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When all you're doing is looking at your checking account and you see it go up and you see it go down, the level of stress that happens there that does not enable us to make really smart, intentional decisions, uh, it can be an obstacle to get over for sure.
00:04:08.319 --> 00:04:08.960
Yeah.
00:04:09.360 --> 00:04:14.800
What's one piece of advice you find yourself repeating pretty often to new owners?
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Uh I would just say get out there and do it.
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You know, that's that's probably the biggest piece of advice I give to not only individuals who are new in the franchise world, but even individuals who I'm I'm coaching that are 10, 15, 20 years into the business.
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Um, you know, I'll get questions like, you know, what should I do?
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I don't have enough people in the office.
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How do I how do I get out there?
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Uh I'm really thinking about doing this higher, but I've got some of this analysis paralysis.
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At the end of the day, just do it.
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And for this simple reason, right?
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If you make a decision and it's wrong, you will now know what direction to go.
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If you make a decision and it's right, you'll now know, hey, glad we did it.
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We're headed in the right direction.
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If you fail to make a decision at all, you do nothing.
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You know not where to go, not what direction you should have gone.
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You sit in the same place, complacent, stagnant, and there is no growth.
00:05:03.519 --> 00:05:05.839
So just make the decision and do it.
00:05:06.160 --> 00:05:07.199
That's that that's great.
00:05:07.279 --> 00:05:14.480
And I always like to um say, you know, if you're if you're really sitting there spinning in your anxiety, it's the world telling you to take action.
00:05:14.720 --> 00:05:19.439
And uh I think that's that's very much uh in keeping what what you're saying here.
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When when you start working with a franchisee, so you know will um uh franchisee will come through the RayStar program and then kind of graduate to the business performance coach.
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How do you quickly assess where the most critical support is needed, um, the things that that particular owner really needs support with first?
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Well, that's that's kind of the beauty of being a part of a franchise, and especially one like ours, where we've got a robust support system already built in, right?
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You're you're going through Right Start onboarding with your onboarding coach, and there's information being shared along the way, right?
00:05:55.279 --> 00:06:01.680
You're you're with them for a period of time, anywhere from two to six months, as you kind of get your feet underneath of you and start moving the business forward.
00:06:01.839 --> 00:06:07.680
And then I, as a business coach, I'm actually in correspondence with your Right Start onboarding coach from right at the very beginning.
00:06:07.920 --> 00:06:16.560
Even though you may not see me right away, I'm starting to get information, starting to understand what direction the individual franchisee that I'm going to be working with is headed.
00:06:16.800 --> 00:06:19.120
I'm starting to learn some strengths and some weaknesses.
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I'm also starting to understand where the business might be behind schedule or ahead of schedule.
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And then I'll actually kind of start joining every so often as we get closer to the point of what we call graduation.
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So at that point, when you graduate over to your full business performance coach, I've not only got a good database of info on you and where you've been, but I've also kind of slowly been introducing myself so the relationship can get off to a pretty good start.
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Right?
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Then from there, that first conversation, it's uh it's really just a download on both sides, right?
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We we need to have a relationship that's built on trust, right?
00:06:55.439 --> 00:06:59.199
Because truth and grace need to come together, and that can't happen unless there's trust.
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So we'll get to know each other a little bit.
00:07:01.199 --> 00:07:06.399
Uh, and the other part of it is that, you know, we're just transparent, we're honest.
00:07:06.480 --> 00:07:17.519
And so I will say what I see, and I would expect the same from the individual I'm working with to share with me so that I can make sure that I adapt to the style that's going to be best for you when it comes to coaching.
00:07:17.839 --> 00:07:18.160
Yeah.
00:07:18.399 --> 00:07:31.360
So that that's a lot of kind of, you know, you you're you're watching these folks as they move into your world, and um you're really calibrating around that particular owner and and the the journey that they're on.
00:07:31.600 --> 00:07:35.680
Um how how does an owner get the most value out of you?
00:07:35.839 --> 00:07:40.160
Like how how would you coach an owner to to use you as a coach?
00:07:40.959 --> 00:07:43.199
Um, you know, it it's kind of simple.
00:07:43.360 --> 00:07:46.639
It is just ask the questions, right?
00:07:47.439 --> 00:07:54.879
It gets hard sometimes, I think, for individuals who are starting a business because you've got a hundred things coming at you at once every single day.
00:07:55.040 --> 00:07:59.279
And it changes from day one to day two to week three to month four, right?
00:07:59.839 --> 00:08:03.759
And there is a conduit available to you at all times.
00:08:03.920 --> 00:08:04.720
That's me.
00:08:04.959 --> 00:08:07.120
And I mean there's there's tons of other support here, right?
00:08:07.199 --> 00:08:20.959
We have plenty of departments that offer support, but I make it very easy for you to just ask a question so that I can give you the right piece of information, or that I can plug and play the different SMEs or what we call subject matter experts around here into position.
00:08:21.120 --> 00:08:21.439
All right.
00:08:21.519 --> 00:08:25.120
So it's the the simplest way to go about it is just ask the question.
00:08:25.199 --> 00:08:26.560
There's no dumb questions.
00:08:26.639 --> 00:08:29.600
Uh, there's only good questions because there's only good data points.
00:08:29.680 --> 00:08:34.320
And when you bring something to the surface, it might help us smoke something else out that's really worth diving into.
00:08:34.480 --> 00:08:37.759
So just don't be afraid to use me as your coach.
00:08:38.080 --> 00:08:39.200
That's that's great.
00:08:39.440 --> 00:08:46.799
So I um I was on an invite to Discovery Day call earlier this week and got a great great question from the candidate.
00:08:46.960 --> 00:08:50.080
And I'm really curious how how you might answer this.
00:08:50.240 --> 00:08:56.799
Um, the question was how do first-time or what do first-time owners wish they knew before starting?
00:08:57.600 --> 00:08:58.879
Oh, that's a good one.
00:08:59.120 --> 00:09:00.799
I know it was it was great.
00:09:01.120 --> 00:09:10.320
Um so in the specificity of right at home and just the home care industry as a whole, because we do get we get individuals from all over.
00:09:10.480 --> 00:09:18.799
We have folks who are C-suite execs making half a million dollars a year and decided to say, I'm done with corporate America, I want to do something different.
00:09:18.960 --> 00:09:27.919
We have farmers who decided they're tired, they want to do a different industry, and we've got folks who are just they want to dream and they're connected to home care uh just in general.
00:09:28.320 --> 00:09:39.200
I would say the thing that I most commonly find a franchisee who's starting out that doesn't truly realize is that the people we serve, right?
00:09:39.279 --> 00:09:44.320
And I'm talking about me, if I was a franchisee, isn't necessarily the client.
00:09:44.480 --> 00:09:52.240
Yes, we're out there servicing clients, we're taking care of them, that's how we bring our dollars in, but the people that we serve are the people that are helping us bring this business to the community.
00:09:52.399 --> 00:09:59.919
And so we need to be really aware of the fact that our people, our caregivers, are the most important part of this business.
00:10:00.159 --> 00:10:12.799
I think far too often we get hung up on uh, you know, maybe having a veteran background, and I'm out here to help veterans, or you know, my mom or my dad needed help, and so I want to be able to help the elderly and those who are aging in place.
00:10:12.960 --> 00:10:23.120
But really, we need to help the folks who are coming to our doors looking for a job, who are looking to maybe create a career for themselves, because those are the people who are representing our brand out in the market.
00:10:23.279 --> 00:10:29.279
And far too often we go over them, almost not even giving them the attention they need.
00:10:29.440 --> 00:10:31.519
And that's that's the lifeblood, right?
00:10:31.679 --> 00:10:34.639
We don't we don't meet our caregivers where they're at.
00:10:34.799 --> 00:10:41.840
We don't truly understand uh just the world that the caregiver lives in and where they come from, and that's just such a key component.
00:10:42.000 --> 00:10:46.399
And when we really understand that that's the most important part of this, the rest of it comes easy.
00:10:46.559 --> 00:10:51.759
The the dollars come, that's fine, but we need to take care of the people who are helping us take care of our communities.
00:10:52.159 --> 00:10:54.000
Yeah, yeah, I I love that.
00:10:54.240 --> 00:11:02.799
And uh so this this question is really on um something I know you you personally personally need to be passionate about, and and that's mindset.
00:11:03.039 --> 00:11:10.639
So if you could give every new owner one mindset, you can just implant it into them before they open their doors.
00:11:10.799 --> 00:11:12.080
What what would that be?
00:11:13.840 --> 00:11:15.039
One mindset.
00:11:16.399 --> 00:11:28.960
You know, I think the the mindset that nobody told us it was impossible, so it's all possible, is the mindset that I live off of and the one that I share, right?
00:11:29.519 --> 00:11:44.879
Nobody told us that it is impossible to build a business, whether this or something else, and to create a change in our community and a change in ourselves, uh, and a change so that the world is better tomorrow than it was today and today than it was the day before.
00:11:45.039 --> 00:11:49.120
And so, you know, it's cliche, but the world is our oyster at that point, right?
00:11:49.440 --> 00:11:56.320
We have all ability to be able to enact change and be intentional about what we're putting out into the world.
00:11:56.480 --> 00:11:58.399
And so that's that's the mindset I live off of.
00:11:58.480 --> 00:12:00.480
That's the one that I'm constantly coaching from.
00:12:00.879 --> 00:12:02.159
Oh, I I I love it.
00:12:02.480 --> 00:12:05.919
I knew you'd you'd have uh something something great to share around that.
00:12:06.159 --> 00:12:26.000
I I'm curious if if you have any stories of a franchisee or somebody that you are coaching, um, you know, making making a small change in their business that that you really helped help them um identify or or execute that that really kind of changed the trajectory of their business?
00:12:26.399 --> 00:12:27.440
Yeah, I got a few.
00:12:27.519 --> 00:12:35.360
Um but one that's top of mind for me right now, because I've actually been using it a lot lately, is uh we have Brian Cook at Ali Summit.
00:12:35.519 --> 00:12:38.080
He's he's about a year, a year and a half in now.
00:12:38.240 --> 00:12:46.000
When I started working with him, one of the smallest levers we could pull, it was the lowest hanging fruit there, was that he absolutely hated social media.
00:12:46.159 --> 00:12:47.440
Like that wasn't his world.
00:12:47.600 --> 00:12:49.039
He didn't post on Facebook.
00:12:49.120 --> 00:12:52.080
I don't even know if he had a Facebook, certainly wasn't on LinkedIn.
00:12:52.320 --> 00:12:54.240
And it was just a piece that was missing.
00:12:54.399 --> 00:13:02.960
Because one of the ways that we can target our various pieces of the market, right, whether clients or caregivers is through social media interaction, in this case, Facebook.
00:13:03.120 --> 00:13:04.639
So I said, here's the deal, my man.
00:13:04.879 --> 00:13:06.080
Just make one post.
00:13:06.240 --> 00:13:07.120
You can even use AI.
00:13:07.200 --> 00:13:12.720
I'll even show you how to use Chat GPT to create a little synopsis of you, but just introduce yourself to the community.
00:13:12.960 --> 00:13:15.440
And he's like, I'm not a big fan of it.
00:13:15.519 --> 00:13:16.320
I don't I don't like it.
00:13:16.480 --> 00:13:20.080
And I just said, just be intentional about it one time a week, just try it.
00:13:20.399 --> 00:13:24.559
Very first post, picture of his family, not even right at home related garb, anything.
00:13:24.720 --> 00:13:29.279
His two kids, him and his wife, posted in a community Facebook group.
00:13:29.440 --> 00:13:32.799
I think it was like a hundred comments, I don't know how many likes.
00:13:32.960 --> 00:13:34.240
The phone started ringing.
00:13:34.399 --> 00:13:41.679
He got two clients off of just himself introducing Right at Home and Brian Cook to the Lee Summit area.
00:13:41.840 --> 00:13:44.960
And that was what it took for him to say, yeah, this makes sense.
00:13:45.120 --> 00:13:49.919
And so since then, he's been very consistent, he's grown that social media presence, he's been a lot more active.
00:13:50.080 --> 00:13:52.080
And I mean, it just bore fruit, right?
00:13:52.159 --> 00:13:53.840
So that that one's top of mind.
00:13:54.080 --> 00:13:55.759
Yeah, no, that that that's great.
00:13:55.840 --> 00:13:59.360
And you know, talk about just just getting started, just get out there.
00:13:59.440 --> 00:14:06.960
And and that kind of leads me to this this you know, maybe the other end of the spectrum or um uh adjacent to that.
00:14:07.120 --> 00:14:13.759
But where do you see owners, especially new owners, sometimes overcomplicate things, you know, maybe in that first year?
00:14:14.159 --> 00:14:15.600
Analysis by paralysis.
00:14:15.759 --> 00:14:21.919
You know, I did mention earlier it's important to understand your business from the financials and the data point, and that's that's still 100% true, right?
00:14:22.000 --> 00:14:26.720
We need to understand a few different metrics, billable hours, revenue, things like that.
00:14:26.799 --> 00:14:30.480
And we need to understand what our PL is telling us, gross margin, those pieces.
00:14:30.559 --> 00:14:31.519
They all make sense.
00:14:31.759 --> 00:14:36.240
But there is a certain depth of information that we just don't need to get into.
00:14:36.399 --> 00:14:48.720
A couple of franchises come to mind right now where you know I'm I'm copied on some emails uh that they're sending out to their vendors because they got an individual$15 charge and they don't understand where that came from.
00:14:48.960 --> 00:14:57.759
And that's just one of maybe five or six emails going out where they're looking at these pieces of information that aren't moving the needle, right?
00:14:57.919 --> 00:15:00.000
Like, I understand we want to save our money.
00:15:00.159 --> 00:15:02.320
$15 spent is$15 lost.
00:15:02.399 --> 00:15:02.960
I get it.
00:15:03.120 --> 00:15:11.360
But the amount of time it took to research that, go and send an email, spend your day kind of worrying about that, looking for a response, so on and so forth.
00:15:11.519 --> 00:15:13.440
I could have made that Facebook post.
00:15:13.519 --> 00:15:22.639
Or I could have walked out of the office, got out from behind the computer, and put my brand in front of people where it's gonna make a difference that I could possibly bring in a client or build a relationship.
00:15:22.879 --> 00:15:25.919
You just can't spend so much time behind a desk.
00:15:26.080 --> 00:15:28.639
Like I said at the beginning, get out there, do it.
00:15:30.960 --> 00:15:45.440
So then this this may build off of that, but uh uh in in your mind, in your experience, you know, the owners that continue to grow year after year, and versus the the group that maybe struggle to get some momentum.
00:15:45.759 --> 00:15:47.919
You know, what what do you think separates the two?
00:15:48.000 --> 00:16:00.559
What are the habits or disciplines that you think the strongest owners tend to be build really early, that continue to pay dividends year after year after year, even as the business changes or the industry changes?
00:16:01.120 --> 00:16:08.799
What yeah, I mean it it goes back to that mindset and not losing the fact that you can continue to build so long as you want it, right?
00:16:08.879 --> 00:16:10.879
Like nobody's telling us we have to stop.
00:16:11.039 --> 00:16:17.759
I think when we become happy or complacent with where we're at, then we tend to lose that traction.
00:16:17.919 --> 00:16:21.519
And I think we know uh some individuals on this call might have owned businesses before.
00:16:21.679 --> 00:16:23.919
If your business isn't growing, it's dying.
00:16:24.000 --> 00:16:36.240
And as soon as we stop, as soon as we no longer make another step forward because we feel like, oh, this revenue amount is fine, this billable hour amount is fine, I'm living the life I want to, we're going to immediately lose traction.
00:16:36.399 --> 00:16:40.159
Or a better example would be the flywheel starts to slow down.
00:16:40.240 --> 00:16:50.639
And for those of you familiar with the flywheel concept, it takes a lot of kind of front-loaded effort to really get it spinning at a pace where inertia takes over and momentum's there, and we constantly move.
00:16:50.879 --> 00:16:53.360
Takes a lot of time, a lot of effort to build that up.
00:16:53.519 --> 00:16:54.960
But once it does, we're going, right?
00:16:55.039 --> 00:16:56.559
We're flying, we're doing amazing.
00:16:56.799 --> 00:17:06.319
The moment we take our foot off the gas, it starts to slow down, and all that work you put in, it's not for nothing, but you've got to do a portion of it again.
00:17:06.480 --> 00:17:09.920
And that's where we see people slow down because you built it once.
00:17:10.079 --> 00:17:13.119
And I and I have a couple of franchisees in my portfolio like this.
00:17:13.279 --> 00:17:18.000
They built it once, they slowed it down, and then they start to question, do I want to build this again?
00:17:18.079 --> 00:17:19.200
Because that's what it becomes.
00:17:19.359 --> 00:17:20.960
It becomes a rebuilding effort.
00:17:21.200 --> 00:17:25.119
Business is constantly moving forward, momentum cannot be lost.
00:17:25.359 --> 00:17:30.319
Once you do, it's it's not square one, but it's it's square two, and that's pretty far back.
00:17:30.480 --> 00:17:31.039
Yeah.
00:17:31.440 --> 00:17:36.960
So when when you think about and and again, I think this is this is a good corollary.
00:17:37.359 --> 00:17:42.559
Helping franchisees balance working in the business versus working on the business.
00:17:42.880 --> 00:17:57.119
And and especially as you're thinking about you know starting uh a new franchise and and you know, joining a franchise system with with the reason uh of being part of a system to growing.
00:17:57.200 --> 00:17:58.799
How do you balance those two things?
00:17:58.960 --> 00:18:01.680
Because initially it is more of a balance than later, yes?
00:18:02.079 --> 00:18:03.440
Yeah, yeah, it certainly is.
00:18:03.519 --> 00:18:07.680
I think it becomes easier, obviously, as you become more accustomed to the processes and what goes on.
00:18:07.759 --> 00:18:11.839
So it certainly does become easier as you're you know tenured in the organization.
00:18:12.000 --> 00:18:16.000
But when you're first starting out, my goal is to help make your job easier.
00:18:16.559 --> 00:18:28.640
Your your management, Nate, your your leadership of your organization uh requires you to not only have individuals doing what you need them to do, but you've also got to find what steps need to be taken.
00:18:28.720 --> 00:18:30.720
And so that's where my perspective comes in.
00:18:30.880 --> 00:18:35.920
Keep in mind, me as a coach, I have, I believe, 42 franchisees in my portfolio.
00:18:36.079 --> 00:18:47.599
So, excluding you, I have 41 different perspectives and timelines and experiences that I can share along with my own that can help you figure out what might need to happen next.
00:18:47.839 --> 00:19:02.640
My goal is to basically throw it all on the wall with you, help you compartmentalize what makes sense to approach now, what makes sense to approach later, and what makes sense to completely get off of your radar so that we can be laser focused on the steps that are going to move the needle for you.
00:19:02.799 --> 00:19:02.960
Right?
00:19:03.119 --> 00:19:12.079
And we do a little bit of that with Right Start as they get you going, and then when you come over to me, we get a little more data heavy, and I can help you see the story of your business through that.
00:19:13.759 --> 00:19:20.880
So think thinking of maybe another aspect of this, how do you coach owners through the emotional side of business ownership?
00:19:21.039 --> 00:19:23.599
Like it's stressful, there's uncertainty.
00:19:23.759 --> 00:19:27.680
You talked about it, you know, this is kind of burn the boats kind of moment.
00:19:28.000 --> 00:19:33.279
Um, and you know, there can be crisis of uh confidence and there's setbacks.
00:19:33.519 --> 00:19:36.880
What role do you play kind of more on that emotional side?
00:19:37.279 --> 00:19:40.559
Well, there's a reason they call us coaches and not consultants.
00:19:41.039 --> 00:19:46.319
If I was a consultant, I'm just gonna tell you what you need to do, you go off and do it, and maybe I hold a little bit of accountability.
00:19:46.480 --> 00:19:50.480
But when it comes to coaching, there is the emotional aspect to it.
00:19:50.799 --> 00:20:03.359
And I think what really actually, I don't think I know what really connects us as coaches to the franchisees that we work with is that we emotionally own that business with you, right?
00:20:03.519 --> 00:20:07.759
There's there's nothing tying me to your business financially by any means, right?
00:20:07.839 --> 00:20:09.200
I didn't make the investment.
00:20:09.279 --> 00:20:12.559
Uh, my job isn't on the line if you do well or do poorly.
00:20:12.640 --> 00:20:14.240
And so, what really is the incentive?
00:20:14.400 --> 00:20:22.480
And the incentive, honestly, is that I want you to succeed and you know, live the dream that you're you're wanting to live, right?
00:20:22.559 --> 00:20:23.519
You have a vision.
00:20:23.680 --> 00:20:25.839
It is my goal to help you get there.
00:20:26.079 --> 00:20:29.839
And that means that sometimes we have to have some difficult conversations.
00:20:30.079 --> 00:20:32.000
Tears are gonna shed, right?
00:20:32.240 --> 00:20:38.240
Um, tears of joy, tears of sadness, uh, a little bit of tears of pain every once in a while.
00:20:38.480 --> 00:20:40.160
But we're here for that ride.
00:20:40.400 --> 00:20:47.119
And uh, you know, I I would be remiss to say it doesn't have an emotional toll on us, but that's that's kind of the part of it, right?
00:20:47.279 --> 00:20:49.839
That's how you know that we're connected.
00:20:49.920 --> 00:20:57.119
Um, it's it's not just me showing up here at the office to say, hey, I gotta, you know, type some emails, I gotta send some data.
00:20:57.359 --> 00:21:00.720
I'm here to help you do what you want to do.
00:21:00.880 --> 00:21:02.960
And that means we're gonna talk it through.
00:21:03.039 --> 00:21:04.720
We're gonna cry it out, we're gonna hug it out.
00:21:04.799 --> 00:21:06.960
When I visit you in your office, we're gonna love it out.
00:21:07.039 --> 00:21:08.880
Like it's we're connected.
00:21:09.200 --> 00:21:09.519
Yep.
00:21:09.680 --> 00:21:09.920
Yep.
00:21:10.079 --> 00:21:11.200
No, I love it.
00:21:11.440 --> 00:21:18.160
So so switching from uh more of the emotional side to to more of the uh maybe unemotional side.
00:21:18.240 --> 00:21:20.240
So you talked a little bit about metrics.
00:21:20.400 --> 00:21:45.680
Um so what KPIs are are you most focused on when you're coaching franchisees and and you know what are the metrics that you think are just you know the the ones that um you know are evergreen that regardless of whether you're you're new or you've been in the system for 25 years, are are the the metrics that really are the the health, the lifeblood, the the pacing of the business?
00:21:46.160 --> 00:21:59.839
Yeah, I would defer to the PL and I would say we're gonna focus on top line revenue, top line billable hours, because those play a game with each other that we can get into a little bit later, but those are gonna give us gross margin, and gross margin is what tells us.
00:22:00.480 --> 00:22:03.519
us if the rest of the story is going to be possible or not.
00:22:03.759 --> 00:22:11.759
Do we did we make enough good decisions in how we bill and how we pay and what revenue sources that we're choosing to offer, right?
00:22:11.920 --> 00:22:18.799
Revenue stream, excuse me, for us to be able to pay the bills so that we can pay ourselves, so that we can also reinvest in the business.
00:22:18.960 --> 00:22:26.160
So billable hours, revenue, we look at them on an average weekly basis to understand if there's trends going up or going down.
00:22:26.559 --> 00:22:33.759
And then we start getting into some of the heavier below the line stuff, administrative costs being one of the major ones and all other operating costs.
00:22:34.000 --> 00:22:38.240
Now some people would say the next important one would be net profit or net loss.
00:22:38.400 --> 00:22:40.000
I'm not a believer of that.
00:22:40.079 --> 00:22:43.519
I do believe that it can tell you a little bit about your business.
00:22:43.680 --> 00:22:47.200
But what we look at is what's called owner's discretionary profit.
00:22:47.359 --> 00:22:56.880
And what that is, it's a little calculation of the way I like to put it are you living the life you want because you run the business the way you're trying to run the business.
00:22:57.039 --> 00:23:03.359
So owner's discretionary profit includes your compensation in any form or fashion depending on how you've incorporated the business.
00:23:03.519 --> 00:23:06.880
It includes your net profit or loss and it includes what we call adbacks.
00:23:07.119 --> 00:23:08.799
Do you happen to have a company car?
00:23:09.039 --> 00:23:15.599
Do you happen to enjoy a golf sponsorship for Ride at home because you enjoy playing 18 every once in a while, right?
00:23:15.920 --> 00:23:20.160
That really tells us the health of are you getting what you want out of this business?
00:23:22.880 --> 00:23:38.480
I love that and and um you know as as a a part of the the franchise system here at Ride at home you know how do I know as a as an owner and and you as a coach you know um you know how do I set goals?
00:23:38.640 --> 00:23:41.920
How do I know how I'm performing against the rest of the system?
00:23:42.000 --> 00:23:45.839
You know how how do I how do I play against the best?
00:23:46.240 --> 00:23:54.319
Yeah so kind of two parts to this right there is the part where we compare and there's the part where we kind of create vision or vision cast.
00:23:54.480 --> 00:23:56.720
On the comparison side we got plenty of data.
00:23:56.880 --> 00:24:01.200
We have benchmarks from activated insights across the entire home care industry.
00:24:01.359 --> 00:24:21.039
We have internal benchmarks that showcase how we're doing as a network is what we call it and then how we compare across the network and even subdivided from there we can take a look at state at region at size of business at age of business so we can get an understanding of where are you in the playing field amongst these other players in this game.
00:24:21.599 --> 00:24:24.559
So that's how we can create some goals in the simple version.
00:24:24.720 --> 00:24:30.559
But the other side is the vision casting side and that's where some of the tools that we bring in as coaches really come into play.
00:24:30.799 --> 00:24:32.799
One is the strategic business plan.
00:24:33.119 --> 00:24:38.400
So the strategic business plan is built off a system called EOS or the entrepreneurial operating system.
00:24:38.720 --> 00:24:46.960
It's not something that we mandate people use but there's just certain capacities within its tools that we can use that help us start creating really strong goals.
00:24:47.119 --> 00:24:50.000
We start with a vision you know what does this look like in three years?
00:24:50.160 --> 00:25:03.680
I don't want to know immediate goals I want to know does it look like Suzy Q is working in the office four days a week we have a district office we have you know three territories just the picture we break that down into a one year plan.
00:25:03.759 --> 00:25:24.799
So if we're going to hit this three year kind of picture in one year I do need to do these specific things these annual objectives and then from there we take bite-sized chunks right we talk about revenue we talk about hours what does that look like each quarter and from there how do we calculate what we're going to do in the next quarter and all of these tools uh they're all encompassed within the strategic business plan that allows us to do that.
00:25:25.279 --> 00:25:38.240
And and that plan's updated or how how how do you you know this is a little bit of what's the the coaching cadence that I can expect and and how do I work against the plan with my business performance coach?
00:25:38.559 --> 00:25:46.799
Yeah absolutely so you'll get a kind of version of the strategic business plan with your right start coach but again they're they're really more procedural and step by step.
00:25:46.960 --> 00:25:55.200
Once you get to your actual performance coach uh we will take a look at that and we'll build it out meeting usually weekly at the beginning.
00:25:55.359 --> 00:26:05.680
So once you transition from right start onboarding to me we're meeting weekly probably for a period of two maybe three months at that point we're going to go biweekly for a little bit.
00:26:05.839 --> 00:26:10.000
And then it really depends on how quickly you acclimate to this business and keep moving.
00:26:10.160 --> 00:26:13.680
Right I've got some individuals who within four months we're meeting monthly.
00:26:13.839 --> 00:26:31.759
I've got some individuals I'm meeting with them biweekly six to eight months in because I know that there's value in that meeting right so there's no time limit to what you get with me the only time limit being my calendar right but I I really believe that everybody progresses at their own pace and we're here to help them do that.
00:26:32.240 --> 00:26:55.279
So eventually I've got just a handful in my portfolio we meet quarterly their business is fine they we have a really strong annual meeting at the end of the year to plan for the following we have some quarterly goals we'll meet quarterly to review those goals see if any adjustments need to be made and then we'll have as needed conversations whether through text phone call or even just an individualized Zoom call between those cadences.
00:26:56.000 --> 00:26:56.559
That's awesome.
00:26:56.720 --> 00:27:01.279
So we we do have one question that came in from from the studio audience here.
00:27:01.440 --> 00:27:20.799
So I'll read it to you when an owner is starting out what kind of coaching recommendations do you have when it comes to hiring those first office employees recommendation I have is is we need to build out what the plan is going to look like for hiring 12 months out.
00:27:21.039 --> 00:27:28.880
I know it sounds kind of counterintuitive right because we're really trying to focus here but if you don't know where you want to be you're not going to understand what needs to come down the pipeline.
00:27:29.039 --> 00:27:44.160
That said you need to start with your two full-time employees as part of the franchise agreement so you as the owner you're in it you're one full-time employee then I want to have somebody who's going to handle my scheduling and my client care because those are the two aspects of the business you need to care about.
00:27:44.319 --> 00:28:00.079
Again we need to care about our people the caregivers and then we need to talk about our clients those who we're serving so we're going to work to have an individual who can come into that seat, get the schedule done but also get out to the to the clients and ensure that they have a quality of care that we're looking for.
00:28:00.240 --> 00:28:17.519
And then from there as we progress to a hundred couple hundred hours we're going to have the wherewithal capacity to hire somebody specific to clients somebody specific to caregivers then from there we have a downline of you know individual positions we may want to hire but that's where we're going to start right at the beginning.
00:28:17.759 --> 00:28:18.240
Yeah.
00:28:18.559 --> 00:30:01.519
So a couple things I'll just to recap and then I've got one more question for you on the on the way out but you talked a lot about um you know taking action you talked about getting out there and doing it making decisions being being decisive even if it doesn't always turn out well you talked about really being focused on caregivers and if you take care of caregivers they'll take good care of clients you talked about managing and and operating your business by the numbers and being really focused on KPI through throughout your tenure you you talked about the the the opportunity to really leverage your coach both in you know creating a vision of what you want to achieve implementing creating the plan and then implementing it and really being able to measure against uh uh the the entire system and and um you know all while having a playbook to execute on so great information today jaime the last question for you is what misconception do new owners sometimes have about business performance coaching the the misconception is that we're we're the uh quote unquote dude from corporate right uh a lot of people look at us as like we're just the arm from corporate we're the heavy we're we're the individual here to micromanage when it couldn't be farther from the truth uh and in fact when I start my calls with people I say here's the deal I am from corporate I am hired from right at home corporate I'm paid by right at home corporate but in this instance in our relationship I work for you I want to help you accomplish the goals that you want to I have very minimal guardrails I have the franchise agreement and I have your FDD that really align me to what do you want to accomplish as long as it's within this.
00:30:01.759 --> 00:30:02.000
Right?
00:30:02.160 --> 00:30:05.279
And then it's my job to help you create that plan and move forward.
00:30:05.440 --> 00:30:15.839
You've got to hit your minimums you've got to you know do anything you would do within a franchise agreement or any other franchise but there's a lot of different ways to do it and a lot of people have taken many paths to get there.
00:30:16.079 --> 00:30:26.160
It's whatever path you want I'm gonna help you accomplish so I'm not the I'm not the suit I'm not the Bob I'm not the dude from corporate I'm here to help you create that vision and help you execute.
00:30:26.400 --> 00:31:01.440
Yeah well you uh you live it every day you and uh your your teammates the business performance coaches are are absolute rock stars and um you know the investment that you make in franchisees to ultimately live live out our mission and and to deliver the impact that we all want to be a part of and uh we want to support franchisees uh in in doing that in in our own unique way um but thank you jaime I ri really appreciate I hope uh all the attendees uh enjoyed it and uh just appreciate the time and all you do every day to support our system.
00:31:01.839 --> 00:31:05.440
It's a pleasure brother it's a pleasure all right thanks everyone
